Summary
Electronic Arts has started marketingThe Sims 4: Lovestruckwith a series of genius Tinder ads. Its clever promotional campaign kicked off just ahead of the release of the latestThe Sims 4expansion pack.
Much like its name implies,Lovestruckis a romance-themedThe Sims 4DLCthat promises to expand on the game’s dating and relationship features. To that end, the expansion will introduce a new attraction system centered on “turn-ons” and “turn-offs,” as well as a romance-themed world spanning three neighborhoods called Ciudad Enamorada, among other novelties.
The Sims 4: Lovestruck Launches Tinder Marketing Campaign
Ahead of the DLC’s release, EA launched a clever marketing campaign that saw it advertiseLovestruckin the form of fake Tinder profiles. As spotted by Reddit user WellPlaidSwitch, the popular dating app recently started featuringThe Simsfranchise staple Bella Goth. Her profile describes her as “a romantic at heart in search of laughter-filled moments under the stars,” and incorporates several images depicting the Sim in her iconic red dress.
Swiping right on Bella even lets Tinder users initiate a mock chat with the Sim, in which she’ll open with the Simlish “sul sul” greeting, before revealing that she is “longing for an otherworldly connection” due to some unimaginable mysteries that she had encountered. The message ends with a “Make Your Move” link that redirects Tinder users to the official EA website’s landing page for the expansion. The clever marketing campaign reportedly started no later than one day ahead ofThe Sims 4: Lovestruck Expansion Pack’s July 25 release. It is currently unclear whether the DLC’s Tinder ads are running globally.
Reflecting on this promotional effort, some fans of the series expressed their surprise at EA’s choice of a Sim to feature. That’s largely becauseBella Goth is married inThe Simslore, and even has two children with her husband, Mortimer. The publisher possibly opted to have her star in the ads simply on account of Bella being one of the most recognizable characters from the entire franchise.
Alternatively, some fans have theorized that having Bella star in the Tinder campaign could be a subtle way of advertising the recent addition of polyamorous relationships to the game. While this much-requested feature obviously ties into theLovestruckexpansion, it was actually released as part of afreeThe Sims 4update that rolled out on July 18. As for the $39.99 DLC itself,Lovestruckis scheduled to drop at 10am PT / 1pm ET on July 25, which is in less than half an hour as of this writing.
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